How Culture (not strategy) Drives Business Direction
In our previous articles, we explored the importance of communication as the foundational skill that allows teams to connect, collaborate, and clarify their goals. If you’ve implemented those steps, you’ve already experienced the power of aligned communication within your team. But there’s another element that must be in place before you can even think about moving forward with your business strategy – culture.
Culture is more than just the “vibe” in your office. It’s the shared beliefs, values, and behaviours that influence how your team works together, makes decisions, and achieves your business goals. Without a strong, intentional culture, even the most well-thought-out strategy will crumble. Worse, without it being built on communication, your culture may emerge by accident rather than by design – and that’s a risk no business can afford to take.
Why Culture Matters More Than You Think
Culture is often seen as an intangible or “soft” aspect of business that’s difficult to measure. But here’s the truth: culture isn’t just a nice-to-have; it’s a performance driver. Get it right, and your business will soar. Get it wrong, and your team will feel disconnected, and your business will struggle to achieve even basic goals.
Culture sets the tone for how your business operates – it’s the glue that holds everything together. It dictates how your team interacts, how problems are solved, and how work gets done. It’s present in every meeting, every decision, and every project. That’s why it’s essential that your culture is aligned with your business goals and that it’s built on the foundation of clear, open communication.
Communication and Culture: A Powerful Duo
So how does communication feed into culture? Here’s the thing: culture can’t be set without communication. The way you talk to your team, the way problems are discussed, and the way feedback is handled all directly impact the culture of your business. If your team doesn’t feel safe to speak up, or if they don’t know how to express concerns or ideas, your culture will suffer.
A reminder: If this process feels too big, complex, or outside your skill set or availability, that’s where we come in. Bringing in someone who can draw a clear, straight line through these steps can make all the difference. It’s easier, less time-consuming, and more consequential than you think. By investing in expert guidance, you’ll save time and energy while unlocking the full potential of your team.
We discussed in the last article that communication isn’t just about exchanging information – it’s about understanding where each person is coming from. Communication builds trust, and trust is the bedrock of culture. It creates a space where people feel they can share their perspectives and contribute to the bigger picture.
Once your team has the communication skills to navigate tough conversations, express their ideas, and listen to others, you’re able to build a culture of respect, inclusion, and collaboration. And THAT’s when culture becomes the superpower that fuels your business success.
Why Culture Needs to Be Intentional
You might be thinking, “We’ve already got a culture – everyone gets along, we have pizza Fridays, and people seem happy enough.” But here’s the question: is your culture intentional? Or is it just a by-product of the people you happen to have on the team?
A culture that’s built by default is dangerous. Without intentional direction, small cracks in communication, team dynamics, or values will grow into larger issues over time. What may seem like minor irritations or misunderstandings now can easily escalate into disengagement, lack of motivation, or even high turnover.
But when culture is designed intentionally, with clear communication and shared values at its core, you create an environment where people are energised, engaged, and aligned with the business’s vision. You also create something that endures and is handed on, regardless of who leaves or arrives.
Why Culture is the Key to Strategy
You might be wondering why we’re spending so much time on culture before getting to strategy. The answer is simple: your culture dictates how your strategy will be executed.
You can have the best business plan in the world, but if your team doesn’t feel connected to the culture – or if the culture is in conflict with the strategic goals – your efforts will fall flat. Culture drives behaviour, and behaviour drives performance. If your culture is one where open communication and innovation are encouraged, your strategy will be met with enthusiasm and buy-in. On the other hand, if your culture is one of fear, micromanagement, or ambiguity, your team will struggle to bring the strategy to life. They may even resist it altogether. Peter Drucker’s quote that “Culture eats strategy for breakfast” is true – every time.
What You’ve Achieved So Far
By focusing on communication first, you’ve already laid the groundwork for a strong culture. Your team is now better equipped to have meaningful discussions about values, expectations, and behaviour. You’ve built the trust that will allow for an open dialogue on what your business stands for and how that shapes day-to-day operations.
Now, you’re ready to take the next step: defining and refining your culture. This involves having conversations with your team about what’s important, what behaviours are rewarded, and how you can all work together to create an environment that supports your business goals.
Practical Steps for Building an Intentional Culture
Here are some simple actions you can take to start shaping your business culture:
- Define Your Core Values Together
Take the time to have a team discussion about the values that are most important to your business. What do you stand for? What behaviours do you want to see? This isn’t just about creating a list of buzzwords – it’s about identifying the principles that will guide decision-making and behaviour within the team. - Reward the Right Behaviours
Once your core values are defined, make sure you’re recognising and rewarding the behaviours that align with them. Whether it’s collaboration, innovation, or going above and beyond for a client, acknowledge the people who are living out the company’s values every day. - Model the Culture You Want to See
Culture starts at the top. As a leader, your actions and words will set the tone for your entire team. Make sure you’re living the values you’ve defined, and actively creating space for open communication and feedback. - Check In Regularly
Culture isn’t something you set once and forget. Regularly check in with your team to see how they feel about the company culture. What’s working? What isn’t? Be willing to adapt and refine your approach based on their feedback.
The Cost of Not Getting Culture Right
Here’s the hard truth: if your culture is misaligned with your business goals, no amount of strategic planning will save you. Poor culture leads to low morale, high turnover, disengaged employees, and an overall decline in productivity. The cost of not getting culture right far outweighs the investment needed to build it intentionally.
The good news is that it’s never too late to take control of your business culture. By focusing on communication first and then building a culture that reflects your values and vision, you’re setting your team up for long-term success.
Final Thoughts: Culture First, Strategy Second
If you’ve followed the steps laid out in our previous articles, you’ve already seen the impact that strengthening communication can have on your team. Now it’s time to take that to the next level by intentionally shaping your culture. When your culture aligns with your goals, your team will be ready to execute any strategy with enthusiasm and purpose.
Remember, strategy is only as strong as the culture that supports it. Get culture right, and everything else will fall into place.
At Making Teams Work, we specialise in helping businesses build strong, intentional cultures that align with their communication and strategy. Ready to take the next step? Contact us today to learn how we can help your business thrive.
Catch Up on Previous Articles:
Missed the previous steps? Understand the Business Equation You Can’t Afford to Ignore in 2025, explore the Power of Communication – The Real Foundation for Success, and avoid the fix the Costly Business Mistake You Didn’t Know You Were Making.
The NEXT article in this series:
Why Your Strategy Feels Stuck – And How To Get It Flowing
by Christen Killick
January 27th, 2025